Jo Malone has branded the decision to cut John Boyega out of the fragrance’s advert in China ‘despicable’ and ‘disgusting’.
The woman behind Jo Malone London has had no involvement with the brand since 2006, having sold it to Estee Lauder Companies Inc back in 1999.
However, the 56-year-old has faced global backlash since brand ambassador John was completely edited out of the Chinese version of the London Gent advert and replaced by actor Liu Haoran.
Speaking on Lorraine on Friday, Jo said she feels ‘so humiliated’ and ’emotional’ over the brand’s treatment of John.
Discussing the backlash she has received personally, she added: ‘I feel totally alone first of all. I feel so humiliated.’
Jo went on: ‘If I had been standing there in those shoes, I promise you, John, this would never have happened.
‘If you look at John for a second, this man didn’t just use his image, he brought his life story to people and to that brand. How dare somebody treat him… and he finds out he’s been replaced on social media? It makes me so emotional.
‘That for me is utterly despicable and disgusting. I know apologies have been issued but I’m sorry, this is someone’s life. No-one has been human about this.
‘You know what? Jo Malone London, Estee Lauder – this is your mess, clean it up.’
Discussing Jo Malone London’s apology following the controversy, Jo – who was recently defended by Rylan Clark-Neal – said it was too little too late.
‘Six days I’ve been left to deal with this mess. I find the apology insulting,’ the entrepreneur said.
‘If there is someone watching this and you were in one of those meetings [where the decision to cut John was made], you know it was wrong. Don’t ever, ever let it happen.’
We are thrilled to announce that our Jo Malone London Gent film featuring @JohnBoyega is the proud winner of The Fragrance Foundation Virtual Awards 2020 for Best Media Campaign. #ScentofAGent #TheFragranceFoundationAwards pic.twitter.com/rNZpTVXLB6
John cut ties with the brand after he was edited out of the campaign he helped create in August.
The advert is set in Peckham, south London and sees him walking around his hometown.
It features appearances from his friends and family and shows the 28-year-old wearing traditional Nigerian dress in a nod to his heritage.
John announced he was stepping down in a statement on Monday, in which he called out the brand for ‘dismissively trading out one’s culture’.
He said: ‘I have decided to step down as Jo Malone’s global ambassador. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign.’
The Attack The Block actor went on: ‘Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. The film celebrated my personal story– showcasing my hometown, including my friends and featuring my family.
‘While many brands understandably use a variety of global and local ambassadors, dismissively trading out one’s culture this way is not something I can condone.
‘It’s back to back but I assure you this will be dealt with swiftly. I don’t have time for nonsense. We press on and strong. Stay blessed people.’
Jo Malone London issued an apology following the public outrage, stating: ‘The concept for the film was based on John’s personal experiences and should not have been replicated.
‘While we immediately took action and removed the local version of the campaign, we recognise that this was painful and that offense was caused.
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